Novels Lead South Korean Book Market in First Half of 2026

The South Korean book market saw a significant surge in novel sales during the first half of 2026, with novels accounting for one in every ten domestic books sold. This trend marks a notable increase in reader engagement with the genre.

Kyobo Bookstore's data reveals that novels occupied 30 out of the top 100 best-selling books, a first in the 21st century. Novel sales volume increased by 19.3% compared to the same period last year, continuing a two-year streak of double-digit growth. Novels also made a strong showing in the overall top 10 bestsellers, with eight titles appearing in the list, representing 10.6% of all single-volume book sales.

The popularity extends across various novel categories. Foreign novels, domestic novels, healing novels, and classics are all well-represented in the top rankings. "Project Hail Mary," a foreign novel, topped the charts after experiencing a resurgence following its film adaptation in March. This diverse appeal contrasts with previous years, where domestic novels, particularly those by authors like Han Kang, dominated the top rankings.

Industry analysts attribute the novel's sustained popularity to factors such as "text-hip" and "fandom marketing." In an uncertain social environment, readers are seeking stories that offer comfort, empathy, and warm messages. The rise of short-form video content has also increased demand for immersive and imaginative narratives. Publishers like Minumsa have leveraged their YouTube channels to promote their world literature series, with 12 titles appearing in the top 30 foreign novel sales. This trend highlights the evolving ways readers discover and engage with literature, blending digital marketing with traditional storytelling.